Why Kohl's Featuring A Same-Sex Couple In Their Holiday Ad Is Smart Business

Kohl's made a small splash with a new holiday ad featuring a gorgeous and interracial same-sex couple.

'Togetherness' is the theme of the 30 second video spot. The same-sex couple appear alongside an adorable puppy, an older interracial couple, a coiffed grandmother and a variety of shiny kitchenware. The ad is the first of eight that will focus on different members of multi-generational family, according to AdAge.

Kohl's inclusion of a same-sex couple brings it in line with retail behemoths like JC Penney, Target and IKEA. Those brands faced some homophobic backlash after featuring LGTBQ people in their messaging, but the reaction to the Kohl's commercial seems fairly positive so far. At the time of writing, the comments on social media platforms were generally supportive.

The ad is also a smart business decision. America's LGBT buying power was estimated at $884 billion in 2014, according to an analysis from Witeck Communications. As the holidays bear down upon us, it stands to reason that those customers will gravitate to stores that recognize them and their families.